WARWICKSHIRE'S rural firms have been issued with a rallying call to tap into a new support service.

From Monday, companies in Coventry and Warwickshire will be able to tap into a revamped Business Link West Midlands.

And one of the leading figures behind it believes it could provide a vital boost to the rural economy.

The new service will offer advice to firms throughout the region on starting up, tapping into new markets, retaining staff and improving skills.

Peter Pawsey, who played a leading role in setting up the new service, said: "Business Link has listened to what companies and individuals want and transferred it into a service that, for the first time, will provide a single point of contact."

The rural economy is heavily reliant on self-employed workers, small businesses and traditional industry, which leaves unemployment low.

"But so are wages and skill levels, which has led to an exodus of young workers."

Peter, who also chairs Advantage West Midlands' Rural Regeneration Zone, said: "There is also a strong reliance on the traditional economic sectors of agriculture, manufacturing, food and tourism and we need to do our utmost to support these industries, but also look at ways in which we can welcome and build on emerging markets, such as environmental technologies and research and development activity.

"Since 1998, we have seen the number of companies in rural areas increase by 15 per cent and this is something we want to build on."

Plans are in place for a roll-out of "surgeries" in rural areas. Elsewhere, advisers will visit universities, colleges, libraries and business centres.

It is estimated Business Link West Midlands will provide information to more than 70,000 companies and individuals thinking of starting a business, with a further 16,000 receiving intensive support by 2010.

This level of support is expected to generate a £400 million improvement to the economic performance of the West Midlands.